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The Campbell Soup Company has made it more convenient for people to get their vegetables on the go by expanding the distribution of several of its V8 juices to vending machines for the first time.
Campbell has created a new 12oz bottle that will enable the company to offer its popular V8 juices in approximately 15,000 vending machines across the US, including those in malls, offices, hotels, hospitals and schools.
The single-serve refrigerated juices will be managed by Coca-Cola Enterprises’ (CCE) leading distribution system as part of an agreement Campbell entered into with Coca-Cola North America and CCE in June 2007.
“Leveraging our partnership with Coca-Cola to make vegetable-based juices more accessible and available is another important step in the V8 brand’s goal to expand our distribution capabilities and to help people get more vegetables into their diets every day,” said Darren Serrao, Vice President, Marketing, V8 Beverages.
“Providing nutritious, functional juices like V8 vegetable juice and V8 V-Fusion in more places like schools is especially important given that healthy habits begin early in life,” he added.
Demand for health-promoting, functional beverages is on the rise. Mintel International Ltd, a global supplier of consumer, product and media intelligence, estimates the total functional beverage market exhibited a 29% growth since 2003, and forecasts sales to increase another 19% by 2012.
V8 will offer six 100% juice varieties in the new 12oz bottles to meet different taste and lifestyle priorities:
V8 100% vegetable juice
Spicy Hot V8 100% vegetable juice
V8 V-Fusion Strawberry Banana juice
V8 V-Fusion Pomegranate Blueberry juice
V8 V-Fusion Peach Mango juice
Campbell’s Tomato juice.
In addition to vending machines, the new 12oz bottles are currently available in convenience, grocery and mass merchandisers.